DRINKS giant Diageo is moving to dominate the “freeze and squeeze” cocktail market with its second launch of freezable products. Smirnoff’s sorbets and its frozen drinks range join Parrot Bay, another freeze and squeeze cocktail range, which Diageo says grew by 61% last year according to Nielsen.
The Smirnoff sorbets come in Raspberry, Mango and Lemon flavours. The frozen range includes Smirnoff Apple Bite and Smirnoff Ice, the first time Diageo has produced a frozen version of an existing brand. Louise McKerrow, brand director for Smirnoff Western Europe at Diageo, said: “It’s incredibly exciting to bring Smirnoff vodka into this growing category and introduce innovative offerings as part of the new range.
“We believe in the huge potential of the freeze and squeeze frozen alcoholic drinks market and foresee massive growth in this sector.
“Shoppers are looking for fresh, interesting drinks to try themselves and serve to friends, and during consumer tests (organised by research company MMR) 87% found the sorbets appealing.”
The pouches can be sold ready-frozen (in Scotland they would have to be located in a store’s designated alcohol area), or consumers can purchase the drinks at ambient temperature and freeze them at home.
Parrot Bay, another Diageo freeze and squeeze brand, is expanding its range. Passionfruit Caipirinha is a new Brazilian cocktail that will give a taste of South America during the summer of football. Existing flavours are Berry Daiquiri; Citrus Daiquiri; Mojito and Pina Colada.
Guy Escolme, Western Europe innovation director said: “The introduction of the new Parrot Bay Passionfruit Caipirinha flavour is just in time for summer, providing an easy way for retailers to capitalise on summer passing trade.”
